This latest installment of AT&T’s “It Can Wait” campaign underscores the enormous risk taken when texting or using a cell phone while driving. Titled “The Unseen,” this spot addresses a research finding that drivers are more careful when driving with a child as a passenger. Yet when a driver is alone, texting and cell phone usages rises dramatically.
This :30, though, shows that sometimes a child is outside the car when a driver is distracted.
Frederic Planchon of Anonymous Content directed “The Unseen” for BBDO New York.
Credits
Client AT&T Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative director; Rick Williams, creative director/copywriter; Marcel Yunes, creative director/art director; David Rolfe, director of integrated production; Julie Collins, group executive producer; Dan Blaney, executive producer. Production Anonymous Content Frederic Planchon, director; Eric Stern, managing director/exec producer; Sue Ellen Clair, exec producer; Kerry Haynie, head of production; Erin Wile, producer; Donald Cager, production supervisor; Jody Lee Lipes, DP. Editorial WORK Editorial Rich Orrick, editor; Erica Thompson, exec producer; Jamie Perritt, producer; Christopher Fetsch, Evelina Gokinayeva, assistant editor. VFX The Mill Gavin Wellsman, shoot supervisor/2D artist; Fergus McCall, colorist; Krissy Nordella, 2D lead artist; Heather Kennedy, Alex Miller, Nicolette Picardo, Alex Wysota, Kevin Donahue, 2D artists; Sandor Toledo, Peter Karnik, Alex Allain, 3D artists; Yuanbo Chen, design; Nirad “Bugs” Russell, sr. prdoucer; Sean Costelloe, exec producer. Audio Post Heard City Phil Loeb, mixer. Sound Design Brian Emrich, sound designer. Music Music track: “Villa Del Refugio” This will Destroy You, music artist.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
